Email Newsletters Don’t Have to Be Boring

Your newsletter? It’s way more powerful than most advisors give it credit for. Think about it, this is your chance to show up in your clients’ inboxes in a way that’s actually human, helpful, and memorable. Not just a market update or another chart.

For millennial and Gen X clients, especially, thoughts and personality go a long way. The right newsletter makes your firm feel approachable, trustworthy, and like a conversation they actually want to be part of.

So, how do you make it stick? Here are five newsletter styles advisors are using that actually work, with tips you can try today. I’ve even added fun intros and examples, so even if marketing isn’t your first language, you’ll get the idea.

1. The Personal Story Newsletter

What it is: You tell a mini story from your life and connect it to financial advice. Think “a little anecdote + a lesson” formula.

Why it works: Stories stick. Clients remember anecdotes, and then they remember the financial insight you attached.

Example:

• Subject: “I Tried Budgeting Like a Minimalist…And Failed”
  
• Preview: “Here’s what it taught me about cash flow”
  
• Body: Share a funny story about attempting a minimalist budget, then link it to a simple financial planning tip (e.g., automating savings).

👉 Action for you: Start your next newsletter draft with a story. Then ask: What does this teach my clients about money, planning, or decision-making? That’s your hook.

2. The Niche Deep Dive

What it is: You focus on a specific group of clients or a particular financial situation and give them expert tips.

Why it works: Generic advice fades into the background. Targeted advice grabs attention because it speaks directly to a reader’s situation.

Example:

• Subject: “3 Things to Check on Your Stock Options This Month”
  
• Preview: “Tech employees, this one’s for you.”
  
• Body: Break down ISO/RSU rules, timelines, or common mistakes. Include a one-line takeaway like “Act now to avoid unnecessary taxes.”

👉 Action for you: Pick one upcoming client concern (student loan repayment, ESPPs, open enrollment). Write your newsletter just for that niche.

3. The Curator’s Cut

What it is: Instead of writing everything yourself, you gather 3–4 articles or resources your clients will actually care about and add your commentary.

Why it works: Clients love not having to sift through the internet. They get your expert perspective and save time.

Example:

• Subject: “Our Top Reads for Financial Planning This Month”
  
• Preview: “Only the stuff that actually matters.”
  
• Body: 3 curated links with a 1–2 sentence note on why each is helpful (e.g., “This breaks down the new retirement rules in plain English”).

👉 Action for you: Instead of writing from scratch, pick 2–3 links your clients are already asking about. Add your commentary and send.

4. The Quick Win Format

What it is: Short newsletters that give one or two actionable tips your clients can implement immediately.

Why it works: Busy clients appreciate simple, usable advice: no fluff, just action.

Example:

• Subject: “Open Enrollment? 3 Quick Wins This Week”
  
• Preview: “Simple steps to make it easier”
  
• Body: Bullet-pointed tips like checking your benefits, scheduling a session with your advisor, or updating your contributions. Each point can be 1–2 lines.

👉 Action for you: Challenge yourself to keep one newsletter under 200 words. Focus on a single next step clients can take.

5. The Personality-First Newsletter

What it is: The newsletter is infused with your voice, humor, and style. Think casual, witty, and relatable.

Why it works: Your tone is your brand. Newsletters that sound like you stand out and feel like a friend talking.

• Subject: “Is This Illegal?”
• Preview: “Let’s find out together.”
• Body: Humorous, self-deprecating intro about compliance and a Q&A session. Engaging and authoritative.

👉 Action for you: Before you send, ask: Would I want to open this? Add personality, seasonal theme, conversational tone, or even a GIF.

🎯 Newsletters That Work

Your newsletter doesn’t have to mimic the Wall Street Journal. It just needs to:

• Sounds like you.

• Solve one problem at a time.

• Give clients a reason to hit forward.

Take a look at your last three sends: Did they connect, or just inform? Try one of these approaches next month, and watch your engagement climb.

Because, at the end of the day, your newsletter isn’t just an inbox filler;  it’s how clients feel like they know you, even when you’re not in the meeting room.